NONE: Re: ONLINE-ADS>> Offline Advertising in an Online World
Re: ONLINE-ADS>> Offline Advertising in an Online World
Leonid L. Delitsyne (delitsin_at_geology.wisc.edu)
Thu, 17 Sep 1998 17:47:40 -0500 (CDT)
Frank Catalano <catalano_at_catalanoconsulting.com> wrote:
> By running ads only online, you only reach people who are
> already online on those specific sites in which you place
> the ads. You don't reach people who a) may be interested in
> your product or service and don't visit the sites you place
> ads on, b) may be infrequent or new online users, c) may be
> either frequent or infrequent online users but who hadn't
> thought to look for your site.
There are some occasions when one possibly can do more with
an offline or joint promotion than online alone can offer.
Consider, for example, Moscow's Bolshoi Theatre
(opera and ballet) site: http://www.bolshoi.ru/ The
site is yet to be open on November 3. "Bolshoi" does
not want any banner ads to be placed on their site. They
want a single advertiser for the whole year. What they
offer instead banners is a sponsor's logo and several
offline promotion packages.
The theater has 200+ years of history, and performs 280
times a year for 2000 audiences worldwide.
The source of the information is Sergei Ischenko,
ishchenko_at_portal.ru, who is an Internet projects manager for
Portal.ru (ISP) and AlterMedia Web Design Studio. AlterMedia
created "Bolshoi's" Web Site and Portal hosts it. The
details of the deal can be found in AlterMedia's PR
http://autopsy.portal.ru/~gong/am/bt
I will cite briefly the "offline" part that they propose:
"Visibility and other benefits:
--Joint press release
--Joint presentation
--Information on the website
==Tickets to the Bolshoi Theatre
Notes:
A joint information will be released by your company and the
Bolshoi Theatre to major publishing and news agencies
worldwide upon the commencement of the website. The
information will be prepared by Bolshoi Theatre and agreed
with your company in relevant parts. Altermedia will be
shortly mentioned as the site designer.
A joint presentation of the website will be carried out by
Director Vladimir Vasiliev and other representatives of the
Bolshoi and your company. The Bolshoi site presentation will
take place in Moscow National Hotel, and your company will
be announced as the site creation and commencement sponsor.
If you choose other options to additionally sponsor, this
will be publicly announced as well. The invitation list of
the presentation will be agreed with your company.
Your company will be mentioned on the site as its creation
Sponsor in the news section under your logo, where the press
release and the presentation briefing with photographs will
be placed."
They offer a variety of packages. Vladimir Vasiliev is a
celebrity, a famous dancer, and Bolshoi's director. As
far as I understood Ishchenko "Bolshoi" is looking for
something alike C&W's sponsorship of of Royal Opera site
(http://www.royalopera.org).
Sincerely yours,
Leonid Delitsyne
delitsin_at_geology.wisc.edu
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